Leadership

Corporate Branding Consultants

Get to know our experienced corporate branding consultants, who will share strategies to strengthen your brand and improve your company’s performance.

NYLAQ Advisors

Managing Intangible Assets for Value Creation

All assets matter when it comes to creating corporate value. The problem is that most corporations only measure and manage tangible assets leaving their intangible assets unmanaged and undervalued.

NYLAQ Advisors manages intangible assets for value creation. NYLAQ has developed breakthrough strategies and proprietary tools to measure, value, and manage intangible assets to improve a corporation’s financial performance beyond those companies in its industry.

By utilizing proprietary methods, Dr. Gregory, Dr. Puckey, and the NYLAQ Advisors consult with CEOs and their senior management team to evaluate their company’s intangible assets’ performance compared to industry peers. The goal is to accelerate financial performance, including improving the stock price premium investors are willing to spend on a share of stock and increasing revenue growth by leveraging the corporate brand.

NYLAQ Advisors has pioneered significant breakthroughs in quantitative research that identify how to utilize intangible assets to enhance future financial corporate performance.

With decades of experience, Dr. Gregory and Dr. Puckey are trusted voices of reason and excellent sounding boards for the CEO of any major corporation interested in maximizing all the company’s assets.

Mission Statement

NYLAQ Advisors exists to help senior business leaders understand and utilize intangible assets to drive corporate value and management accountability.

Jim can be reached directly at:

Dr. James Gregory

Dr. James R. Gregory is the founder of NYLAQ Advisors. He is also chairman emeritus of Tenet Partners, a global brand innovation and marketing firm based in New York, NY.

With 40 years of experience in advertising and branding, Jim is a leading expert on corporate brand management and is credited with developing strategies for measuring the power of brands and their impact on a corporation’s financial performance. Most notable of the tools that Jim has developed is the CoreBrand Index (CBI), a quantitative research vehicle that continuously tracks the reputation and financial performance of over 800 publicly traded companies across 50 industries. Tenet Partners uses the CBI to help clients recognize how their brands compare with industry peers and how communications can impact corporate reputation and financial performance, which includes stock price and revenue growth.

Dr. Gregory is a frequent speaker on the financial benefits of communications and brand management. Recent speaking engagements include The Conference Board, the Association of National Advertisers, and the National Investor Relations Institute.

Jim has served on numerous for-profit and non-profit boards. He currently serves on the Board of Trustees of the Virginia Commonwealth University Foundation, as chairman of The Grant Committee, and as a member of the Executive Council. In addition, he is a founding member of the Marketing Accountability Standards Advisory Council (MASAC) and past committee chairman of the Improving Financial Reporting committee of the Marketing Accountability Standards Board (MASB).

Jim has written five books on creating value with brands: Marketing Corporate Image, Leveraging the Corporate Brand, Branding Across Borders, and The Best of Branding. His latest book is an international bestseller, Powerhouse – The Secrets of Corporate Branding. He recently wrote four fictional books, Small Fortunes, Stones in a Glass House, Fortune Teller, and Zephyr’s War.

Dr. Gregory defended his doctoral dissertation in 2018 at the University of South Florida’s MUMA College of Business. His dissertation is entitled: Intangible Capital: Culture of Innovation and its Impact on the Cash Flow Multiple.

Career Highlights

Dr. James R. Gregory | As of 2023

Education:
Virginia Commonwealth University, BFA, Communications Arts & Design – 1971
Harvard Business School, Executive Program, Launching New Ventures – 2009
The University of South Florida, DBA, Doctor of Business Administration – 2018
The doctoral dissertation defense took place in August 2018. The title of the dissertation is Intangible Capital: Culture of Innovation and its Impact on the Cash Flow Multiple.